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BREXIT

DDB GROUP ITALY, Milan / IKEA / 2018

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To demonstrate the extraordinary prophetic power of the IKEA catalogue, we analyzed the pages of the 2016 edition and we dug up clues and premonitions about the UK leaving the EU.

EntrySummary

The annual release of a new IKEA catalogue is always an event in the world of home decor and renovation. This iconic object has been anticipating people's needs and predicting how life at home changes for over 60 years.

To launch the new 2018 catalogue, IKEA Italy rode the wave of internet's wildest conspiracy theories and created a series of surrealistic, super-social videos that made a shocking announcement: IKEA predicted much more than just styles and trends. So much more.

ScriptInEnglish

I'm going to let you in on a secret about something absolutely incredible. The secret hidden in the IKEA 2016 catalogue, a super popular document with a mysterious side that no one knows about. The one that foresaw a massive change.

It happened recently. You should remember it.

In 2016, the UK left the European Union.

No one expected it. No one, except IKEA. Look.

The date of the Brexit referendum was 23/6. Let's apply numerology.

2 times 3 is 6, which added to the month 6, gives us 66.

Now let's look at page 66. Remember: this catalogue was printed many months before Brexit.

It looks like a perfectly normal room, but there's a disturbing omen hiding behind the furniture.

Look closely. On the table, there's a sheet of paper with the word "bye" clearly written on it. Three simple letters that hide an unbelievable message: the UK's goodbye to Europe. But that's not all.

There's a cup on the table too… a tea cup, maybe?

And scattered next to it, you can see some leaves. But why are they there? Who put them there? To give us a clue, perhaps.

Think about it: leaves. The UK leaves Europe. The writing was on the wall.

Like the twist of the table legs, which clearly reproduces the British flag.

Now let's look at the woman. She's blond. The most common hair colour for people of British origin. And she's turned her back on us, just like the United Kingdom did on Europe.

And if that's not enough, look at the top… what's that object?

An umbrella, maybe? And where does it rain… all the time?

2018 IKEA CATALOGUE.

#wearemeanttochange

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